Mumbai: Indriya, the jewellery brand from the Aditya Birla Group, has introduced SparkleScope, an in-store technology designed to demonstrate visible differences in the light performance of natural diamonds.
The technology forms part of Indriya’s newly introduced sparkle benchmark, which evaluates diamonds on three optical characteristics—brilliance, fire and scintillation. The brand is positioning the benchmark as an additional consumer-facing reference alongside the established 4Cs of diamond quality: cut, colour, clarity and carat weight.
SparkleScope allows customers to observe and compare how different diamonds interact with light inside an Indriya store. The demonstration is intended to make technical aspects of diamond appearance easier to understand during the purchasing process.
Brilliance refers to the white light returned by a diamond, while fire describes the dispersion of light into spectral colours. Scintillation refers to the flashes of light and contrasting bright and dark patterns visible when the diamond, observer or light source moves.
Indriya announced the initiative on 25 June 2026. According to the company, its selection process examines how effectively a diamond reflects, refracts and returns light, with only one in five natural diamonds assessed by the brand meeting its internal selection standards.
Sandeep Kohli, Chief Executive Officer of Indriya, said the conventional 4Cs remain important for determining diamond quality and value. However, the company believes consumers also respond strongly to the way a diamond appears when viewed and worn.
The initiative seeks to translate this visual characteristic into a more accessible retail experience. Instead of relying only on certification details and technical explanations, customers can use SparkleScope to observe the difference between diamonds directly at the retail counter.
Shantiswarup Panda, Head of Marketing and Visual Merchandising at Indriya, said the diamond category has traditionally communicated quality through technical parameters that customers may trust but cannot always easily visualise.
Through SparkleScope and its in-store experience, the brand aims to connect the technical characteristics of a diamond with its visible appearance. The technology is not positioned as a replacement for independent diamond certification, but as an additional demonstration during the selection process.
The launch is being supported by Indriya’s “Sparkle Like No Other” campaign featuring actor Aditi Rao Hydari. Conceptualised by Ogilvy, the campaign presents sparkle as a visible expression of diamond quality and is being promoted through digital, retail and other media channels.
With SparkleScope, Indriya joins a growing movement towards technology-assisted jewellery retail, where interactive tools are being used to simplify product education and improve the customer’s understanding of jewellery quality at the point of purchase
